• 한국유통학회지:유통연구
• /
• 제10권3호
• /
• pp.87-101
• /
• 2005

본 연구에서는 시장세분화의 기준들이 가질 수 있는 다차원적인 특성들을 고려하여 시장 세분화를 순차적으로 접근하였다. 소비자들이 유통형태를 선택할 때 추구하는 해택을 중심으로 순차적 세분화를 분석하기 위하여 서울시내의 20세 이상 55세 미만의 가정주부들이 모집단으로 정의되고, 이 중에서 할당추출방법에 의해 수집된 1000명의 표본이 이용되었다. 애프터서비스 추구혜택 세분시장 이외에 4개의 세분시장을 각 세분시장의 1차 추구혜택변수에 부가된 2차적 혜택변수를 기준으로 군집분석을 실시한 결과, 각 세분시장은 2개의 또 다른 하위세분시장으로 나누어졌다. 끝으로 이러한 결과의 시사점이 논의되고 연구의 한계점과 미래의 연구방향이 제시되었다.

• 한국의류학회지
• /
• 제31권12호
• /
• pp.1742-1753
• /
• 2007

본 연구는 스포츠웨어 선택기준으로 스포츠웨어 시장을 세분화하고 세분화된 시장간 스포츠웨어 추구 혜택, 국내 및 해외 브랜드에 대한 태도, 스포츠웨어 선호이미지의 차이를 보고자 하였다. 자료수집은 서울에 거주하는 성인남녀를 대상으로 총 773부의 설문지를 통계분석에 사용하였다. 통계는 요인분석, 군집분석, t-test, 카이 검정을 사용하였으며, 자료분석 결과 스포츠웨어 시장은 브랜드/디자인, 기능성 중심의 두 세분시장으로 나누어졌으며 두 세분시장은 스포츠웨어 추구혜택, 국내 및 해외 브랜드에 대한 태도, 스포츠웨어 선호이미지에서 유의한 차이를 나타냈다. 브랜드/디자인을 중요한 선택기준으로 하는 세분시장은 스포츠웨어 추구혜택으로 이성어필/인상향상, 개성, 신분과시를 추구하며 해외 브랜드에 대해 긍정적인 태도를 나타냈고, 고급스러운 이미지의 스포츠웨어를 선호하였다. 반면 기능성을 중시하는 세분시장은 편안함을 추구하였고, 국내 브랜드에 긍정적인 태도를 보였으며, 단순하고 활동적인 이미지의 스포츠웨어를 선호하였다.

• 한국의상디자인학회지
• /
• 제22권1호
• /
• pp.85-96
• /
• 2020

The purposes of this study were to segment male and female college students on the basis of sneakers' benefits and purchasing behaviors of each market segment. The research method was conducting a survey of 408 male and female college students in Seoul, Gyeonggi-do, Gwangju and Jeollanam-do province. The data were analyzed by Cronbach's α, factor analysis, cluster analysis, χ² test, ANOVA, and Duncan test. The results were as follows. First, they were segmented into 4 consumer types(positive benefits, economy/ personality, fashion/famous brand pursuit, and an unconcerned group) by the benefit of sneakers. Second, the evaluation criteria of the products were significantly different depending on each sub-group in terms of the type and quality of material, weight, colors, design, brand, elegance, fashion trend, and coordination. In the case of purchasing information, the sources of sneakers showed significant differences according to the sub-group in all factors except for the past shopping experience. All types of stores and styles were significantly different depending on the sub-group. Therefore, the results of this study supported that benefit segmentation in sneakers can be useful as an effective variable for evaluating market segmentation.

• 한국의류학회지
• /
• 제19권4호
• /
• pp.651-662
• /
• 1995

The purpose of this study was 1) to find out the benefits sought factors of jeans and to segment the consumer market 2) to analyze Purchase behavior, brand loyalty, and demo- graphic characteristics of benefit segments. The subjects were 350 male and female university students who have purchased at least one of the nine jeans brands selected for this study. For statistical analysis, reliability test, percentage, factor analysis, cluster analysis, x2-test, and analysis of variance were used. The results of this study were as follows; 1. Benefits sought by consumer were found to include four different factors-brand value, individuality, fashionability, and practicality. 2. As a result of subdividing the consumers, three distinctive groups were formed on the basis of benefit factors-individuality.fashion oriented group, brand value oriented group, and practicality oriented group. 3. Brand value oriented group rated the highest in all of following variables number of jeans possessed and purchased annually, brand loyalty, average household income, average monthly allowences, and amount of money spent in purchasing clothes in each season. Individuality - fashion oriented group rated the second.

• 한국의류학회지
• /
• 제31권6호
• /
• pp.974-984
• /
• 2007

WTO체계 이후 급속히 변화하는 의류시장의 환경 속에서 진 제품 시장 역시 소비자의 다양한 취향에 따라 세분화 되고 있다. 이에 국내 진 브랜드들이 수입 진 브랜드들과의 경쟁에서 살아남기 위하여 소비자들이 추구하는 혜택은 무엇이며 그 혜택에 따른 제품을 평가하는 기준과 선호하는 이미지에 대한 연구의 필요성 이 대두되고 있다. 본 연구에서는 진 제품 구매자의 추구혜택을 알아보고 추구혜택 집단에 따라 제품평가기준과 선호 이미지에 차이가 있는지를 알아보고자 한다. 본 연구의 대상은 청바지 시장에서 주요 표적고객으로 선정되고 있는 20대 남, 녀 대학생으로 선정되었다. 표본추출법으로 할당표본추출법이 실시되었다. 자료수집은 설문지 응답방식으로 이루어 졌으며, 추구혜택, 제품평가기준 및 선호 의복이미지를 측정하기 위하여 선행연구에서 사용된 척도들을 본 연구에 맞도록 수정, 보완하여 사용하였다. 총 492부의 설문지가 자료의 분석을 위하여 사용되었으며, SPSS 11.5를 사용하여 cluster analysis, factor analysis, Cronbach's ${\alpha}$, ANOVA 및 Duncan test를 실시하였다. 진 제품 구매자의 추구혜택에 따라 소비자를 유형화시킨 결과, 4개의 집단으로 분류되었다. 집단 1은 성적매력, 유행, 개성, 실용성과 같은 의복의 표현적, 도구적인 혜택을 모두 추구하는 집단으로써 다혜택 추구 집단이라 명명하였으며, 집단 2는 유행을 가장 추구하는 집단으로써 유행추구 집단이라 명명하였으며, 집단 3은 경제성을 가장 추구하는 집단으로써 경제성 추구 집단이라 명명하였으며, 집단 4는 유명상표를 가장 추구하는 유명상표 추구 집단이라 명명하였다. 추구혜택 집단에 따른 평가기준의 차이를 알아본 결과 심미적 기준, 외재적 기준, 품질성능적 기준에서 유의미한 차이를 나타내었다. 즉 다혜택 추구 집단은 제품을 평가하는 단서로 심미적 기준과 품질 성능적 기준을 다른 집단보다 더 중요시 여기고 있었으며, 유명상표 추구 집단은 제품의 외재적 기준을 더 중요시 여기고 있었다. 반면 경제성 추구 집단은 진 제품에 있어서 심미적 기준이나 외재적 기준은 별로 중요하게 여기고 있지 않았다. 추구혜택 집단에 따라 선호 의복이미지에 차이가 있는지를 알아 본 결과 개성적 이미지, 활동적 이미지, 섹시한 이미지, 세련된 이미지, 심플한 이미지에서 유미한 차이가 나타났다. 즉 성적 매력, 유행, 개성, 실용성을 모두 추구하는 다혜택 추구 집단의 소비자들은 진 제품에서 개성적 이미지, 활동적 이미지, 섹시한 이미지, 세련된 이미지, 심플한 이미지 모두를 다른 집단에 비해 더 선호하고 있었으며, 유행을 추구하는 소비자들은 개성적 이미지를 더 선호하고 있었다. 또 유명상표를 추구하는 소비자들은 청바지를 착용함으로써 개성적 인 이미지와 세련된 이미지를 표현하는 것을 더 선호한다는 것을 알 수 있었다.

• 한국생활과학회지
• /
• 제22권6호
• /
• pp.659-672
• /
• 2013

Nowadays, sports and outdoor market has been popular and expanding since the implementation of the five-day workweek and change of lifestyle. Outdoor clothing considered exclusive property of the middle-aged individuals in the past. Recently there is a drift towards having outdoor looking at the age of 10-20. The purpose of this study was to analyze the features of purchasing behaviors and demographics by each groups targeting middle school and high school students. The study was conducted with questionnaires towards people who live in the city of Busan and who have experiences of buying outdoor clothing. Data analysis was conducted via SPSS 18.0 with factor analysis, cluster analysis, ANOVA, cross tabulation, frequency analysis and Duncan's multiple range test. The results showed that there were five factors sought for outdoor wear benefits: Individuality/Fashion, Brand, Attractive appearance, Economic value, Comfort/Functional. Cluster analysis showed that there were four groups of outdoor wear benefits sought. Overall, the four groups were different in regard to purchasing behaviors and demographics. Based upon the results mentioned above, this study summarizes the key features of each group and can provide applicable suggestion for conducting strategic marketing activities.

• 대한가정학회지
• /
• 제45권5호
• /
• pp.39-49
• /
• 2007

The purpose of this study was 1) to segment the middle-aged and elderly women's fashion market based on the clothing benefits sought by the buyer and 2) to compare the purchase criteria and fashion information sources among the segmented markets. The data were collected using a self-administered questionnaire in Seoul and its surrounding suburban areas. Factor analysis, ANOVA, Duncan test, and Dunnett's T3 tests were used to conduct the data analysis from 285 out of 300 questionnaires. The middle-aged and elderly women's fashion market was segmented into four groups; value-oriented, social status/trend-oriented, uniqueness-oriented, and protection/ convenience-oriented. All four groups were significantly different in terms of purchase criteria and fashion information sources. The social status/trend-oriented group used external purchase criteria, such as country of origin or brand and obtained fashion information from personal experience, advice from the salesperson, and celebrities. The protection/convenience-oriented group sourced fashion information from newspapers, the internet, and the radio. The uniqueness-oriented group put less importance on practical use/convenience criteria. Marketing strategies for these segmented markets were discussed.

• 한국의류학회지
• /
• 제27권6호
• /
• pp.601-611
• /
• 2003

The main objective of this study was to investigate the relationship between benefits segmentation and knitwear purchasing behavior of college female students. A questionnaire was developed to measure benefits segmentation, knit wear purchasing behavior. The questionnaire was administered to 505 college female students in Chonbuk and Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, cluster analysis and ANOVA, Duncan multiple range test. The results of the study were as follows: The college female students were classified into four subdivisions by the cluster analysis: recreation pursuit group, fashion pursuit group, individuality pursuit group, self-improvement pursuit group on the basis of pursuit benefit factors. The knitwear purchasing motives of consumers were significantly different according to pursuit benefit subdivision. The individuality pursuit group was the highest user of mass media fashion information sources. The fashion pursuit group used purchasing experience and advice of others less than other groups. Consumers' evaluation criteria of knitwear products were significantly different depending on pursuit benefit subdivision in design and coordination, goods traits, practicality, individual expression, and external criterion. The other groups used purchasing experience and advice of others more than the fashion pursuit group.

• 한국의류학회지
• /
• 제32권7호
• /
• pp.1034-1045
• /
• 2008

The objectives of this study were to group female consumer types according to cosmetics benefits sought at online and off-line cosmetic shopping malls, and to investigate the differences in consumer values, cosmetic purchase behaviors, and demographic variables according to the consumer types. Subjects were 451 females residing in Seoul, of whom 212 were online shoppers and 239 were off-line shoppers. Five dimensions of cosmetics benefits sought were derived by factor analysis. These were functionality, economy, brand, fashion, and practicality. The female consumers were classified into four benefits sought types by cluster analysis of the five dimensions: T.1 'practicality sought type', T.2 'economy sought type', T.3 'brand function sought type', and T.4 'economic function sought type'. Economy sought consumers purchased cosmetics much more from online shopping malls than from off-line. The cosmetics expenses of practicality sought online consumers were low and many of them were in their 20's and middle-class. Economy sought online consumers preferred domestic brand, their cosmetics expenses were low, and many of them were career women. Practicality sought off-line consumers were high in independent value. Economy sought off-line consumers were low in independent value and social approval value, preferred domestic brand, and distributed more in college students than in career women. Brand function sought off-line consumers purchased cosmetics at department store and regarded social approval value as important. Economic function sought off-line consumers were distributed in middle-class and in diverse age range.

• 한국의류학회지
• /
• 제20권6호
• /
• pp.1151-1165
• /
• 1996

The purpose of this study was to identify the pratical applicability of person-situation benefit segmentations of the female apparel market in Seoul by a prior segmentation method. The specific objectives of this study were 1) to identify the useful demographic variables for person-situation benefit segmentations of the female apparel market, 2) to assess that person- situation benefit segmentations of 1.he female apparel market are accessit)le by developing a profile of each segment based on the interactions of situation and personal characteristics on perceived risk, importance of store attributes and store-type choice, and on brand type prefered by each segment. 3) to assess the validity of person-situation benefit segmentations of the female apparel market in terms of easy accessibility. The data were collected via a questionnaire from 601 housewives of ages 20's to 50's living in Seoul, Korea. The data were analyzed by factor analysis, repeated measure two- way ANOVA and X2-test. The results of this study were as follows. First, the age-by-situation segmention basis and the education-by-situation segmention basis were useful for person-situation benefit segmentations of the female apparel market. Second, there were found three benefit segments (Youth/Fashion oriented users, Brand oriented users and Apathetic users of clothing) using age-by-situation segmention basis. Using education-by-situation segmention basis, five segments (Economic-value, Youth/Fashion, Brand/Self-expression Self-expression, and Apathetic users of clothing) were identified. And beifit segments classified by the age-by-situation segmention and education-by-situation segmention approach were accessible. Third, the pratical applicability of person-situation befeift segmentations of the female apparel market by a prior segmentation method were suggested.